As effective and helpful as the advertised product or services may be, if there is no discernible deeper level behind the purchase, it will be difficult to engage customers emotionally. Create connection points that real people resonate with, so that you strike a nerve. Topics such as sustainability, social commitment, or empathy are a good start and immediately lend heart and soul to any product (as long as they are approached authentically and verifiably).
Pure sales transactions are poison for the relationship between customer and company. It is true that you need some sales activities, and that your figures must work out, but a different image must be conveyed to the outside world. Communication should always focus on conveying benefits and knowledge that bring value to the customers. It doesn't matter whether it's a business workshop or an everyday product. Before the customer decides to buy, it is up to your communication to make the added value understandable. And before you expect anything from the customer, you should offer something first.
It's like any good relationship: if you talk to each other, you will grow. Address issues, feedback, and ideas you receive through all support channels and transparently incorporate these points into upcoming marketing strategies. By doing so, you trigger the desire of being heard on the customer side, which in turn results in a satisfying sense of understanding. This cycle must be actively maintained to make communication personal and close.
Some solutions are just a phone call or an email away. All the better if your customers know how to share their thoughts. Chat, social media channels, or phone are all welcome options that should be offered but prioritized differently. Your helpdesk Zammad will help you to organize and manage the communication channels according to the audience and the required attention.
However, always shorten the waiting time for responses! By being transparent about average processing times for feedback, you don't leave customers alone with their problems. You as a company care - but it may still take a few minutes. If the ball is in your court, it helps to include feedback and reviews immediately.
Discounts, points, and promotions: A loyalty program encourages customers to keep returning to your company. The more personalized the reward in terms of service benefits or gifts, the greater the incentive to collect and redeem it. The success of similar programs proves that the passion for collecting has long been an established motive.
If something goes wrong in support or shipping, or a misguided campaign causes resentment, own up to your mistakes. Show remorse and avoid cliché apologies. Honest admission has the greater effect in the long run and strengthens the relationship of trust. Don't take refuge in long explanations of the reasons, but point out what you want to do better in the future.
Companies that are always one step ahead of their customers show initiative. Instead of waiting for external input and being considered 'passive', being proactive is a sign of agility. Through surveys and careful listening, you know what your customers' needs and challenges are before they do. Take advantage of this knowledge by making new developments or features pay attention to these needs. You can find out more about this in our blog post on proactive support.
Relationships mean work! A productive relationship requires you to listen and to implement the ideas you pick up on. Pay attention to the customer not only in the initial phase, but throughout the entire duration of the long-term customer relationship. Small steps help to overcome the ups and downs and to create a good feeling on both sides.
